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研究生: 楊貞儀
Chen-Yi Yang
論文名稱: 部落格口碑資訊採用之研究: 以美妝部落格為例
The Information Adoption of Blog Word-of-Mouth: An Empirical Research of Cosmetic Blog
指導教授: 王仕茹
Wang, Shih-Ju
學位類別: 碩士
Master
系所名稱: 大眾傳播研究所
Graduate Institute of Mass Communication
論文出版年: 2010
畢業學年度: 98
語文別: 中文
論文頁數: 116
中文關鍵詞: 部落格口碑資訊採用產品知識意見領袖性自我揭露同質性親密感
英文關鍵詞: blog word-of-mouth, information adoption, product knowledge, opinion leadership, self disclosure, homophily, intimacy
論文種類: 學術論文
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  • 部落格本質上是個人傳遞訊息的平台,就像一本網路日記,可以用來記錄自身的感受、情緒和想法,也可以隨心所欲地表達個人產品經驗,近年已成為口碑傳遞的重要平台。因此,本研究將部落格作為口碑資訊網絡,研究範圍鎖定在美容彩妝為主題的個人部落格,是以Sussman & Siegal(2003)資訊採用模式為基礎,聚焦在個人專欄部落格的情境特性,探討搜尋者採用部落格口碑資訊的影響過程。
      研究利用網路問卷調查收集資料,共回收350份問卷,其中有效問卷301份,並以LISREL作為資料分析工具。「資訊品質」、「可信度」、「產品知識」、「同質性」、「揭露深度」、「揭露準確性」為潛在外生變數,「資訊有用性」、「意見領袖性」、「親密感」、「資訊採用」則為潛在內生變數。
      研究歸納幾點結論:部落格資訊有用性對資訊採用有正向影響;部落客意見領袖性對資訊採用的影響不顯著;部落客揭露準確性對親密感有正向影響,揭露深度對親密感的影響不顯著;搜尋者知覺與部落客同質性對親密感有正向影響;搜尋者與部落客的親密感對資訊採用有正向影響。
      整體而言,本研究建議行銷人員必須小心部落客介紹產品的方式,一味地介紹商品內容或單調地呈現商品特性,或者強調其在特定產品類別的影響力,可能讓搜尋者有所顧忌。尤其,搜尋者知覺部落格資訊有用性是影響資訊採用的重要因素,並且愈讓搜尋者產生親密感的部落客所推薦的訊息愈容易被接受。因此可鼓勵部落客勇於揭露個人日常生活點滴或提供貼近需求的資訊,以及尋求與目標市場較為同質的部落客來提升口碑資訊的影響力。

    Blog is originally like the online diary that blogger can transmit information about his/her own feelings, emotions, thoughts and whatever personal product experiences. Recently, blog has been the important word-of-mouth platform. Therefore, this research views blog as the word-of-mouth information network. The research scope is the individual cosmetic blog, bases on information adoption model by Sussman & Siegal (2003), and focus on the contextual characteristics of enhanced column blog. This research attempts to understand the influence processes of blog word-of mouth adoption.
    This research surveys on Internet to collect data, receives 350 questionnaires, of which 301 valid, and statistic analysis tool is LISREL. The exogenous latent variables are “information quality”, “credibility”, “product knowledge”, “homophily”, “depth of self-disclosure”, “accuracy of self-disclosure”, and the endogenous latent variables are “information usefulness”, “opinion leadership”, “intimacy”, and “information adoption”.
    The results of this research are as follows: Information usefulness of blog word-of-mouth positively influences information adoption; opinion leadership of blogger cannot significantly effect on information adoption; accurate disclosure of blogger positively influences intimacy, and deep disclosure cannot significantly effect on intimacy; perceived homophily with bloger by seeker positively influences intimacy; intimacy can positively effect on information adoption.
    Overall, this research suggests that marketer have to be careful about the way of blogger introducing products. If blogger introduces products blindly, shows product characteristics monotonously or emphasizes his/her own influence on the specific product category excessively, seeker might have misgivings about the blogger’s recommendation. Especially, seeker perceives information usefulness on the blog is the important factor of information adoption, and seeker perceives more intimacy from blogger would accept the blogger’s recommendation easily. Accordingly, marketer could increase the word-of-mouth impacts by encouraging blogger to accurately disclose his/her own daily life, providing information close to seeker’s demand, and inviting the blogger similar with target market to recommend products.

    目 次 致謝 i 中文摘要 iii 英文摘要 iv 目 次 vi 表 次 viii 圖 次 viii 第一章 緒論 1 第一節 研究動機 1 第二節 研究目的與問題 5 第二章 文獻探討 6 第一節 部落格 6 一、部落格的定義與特性 6 二、部落格的類型 10 三、部落格的發展 12 第二節 口碑傳播 14 一、資訊搜尋 14 二、口碑傳播 15 三、部落格與口碑傳播 18 第三節 資訊採用 22 一、資訊採用模式 22 二、資訊有用性 23 三、資訊品質 24 四、來源可信度 24 第四節 意見領袖和產品知識 26 一、意見領袖 26 二、產品知識 28 第五節 自我揭露 31 一、自我揭露的定義 31 二、網路空間的自我揭露 31 三、親密感 33 第六節 同質性 37 一、同質性的定義 37 二、同質性與資訊採用 38 第三章 研究方法 41 第一節 研究架構 41 第二節 變數定義與衡量 43 vii 第三節 研究設計 51 一、研究範圍 51 二、研究對象 52 三、問卷收集方式 52 四、問卷設計 53 第四節 資料分析方法 55 第四章 資料分析與研究結果 57 第一節 基本資料分析 57 一、樣本組成結構分析 57 二、部落格使用行為分析 59 第二節 衡量模式分析 61 第三節 結構關係模式分析 65 一、模型適配度分析 65 二、主要估計參數 67 第四節 假說檢定結果 71 第五章 結論與建議 77 第一節 研究結論 77 第二節 理論與管理意涵 82 一、理論意涵 82 二、管理意涵 83 第三節 研究限制與建議 86 一、研究限制 86 二、未來研究建議 86 參考文獻 87 附錄 102 表 次 表 2-1 部落格的特性及其內涵 9 表3-1 研究假說匯整表 42 表3-2 部落格資訊品質測量表 43 表3-3 來源可信度測量表 44 表3-4 產品知識測量表 45 表3-5 揭露深度測量表 46 表3-6 揭露準確性測量表 46 表3-7 同質性測量表 47 表3-8 資訊有用性測量表 48 表3-9 意見領袖性質測量表 48 表3-10 親密感測量表 49 表3-11 資訊採用測量表 50 表4-1 樣本組成結構分析 58 表4-2 樣本部落格使用行為分析 60 表4-3 外生變數衡量式分析 62 表4-4 內生變數衡量式分析 63 表4-5 模型適配度指標分析 66 表4-6 X 之衡量方程式估計值 68 表4-7 Y 之衡量方程式估計值 69 表4-8 結構模式γ路徑估計值 70 表4-9 結構模式β路徑估計值 70 表4-10 研究假說與檢定結果整理 75 圖 次 圖 2-1 一般網頁、部落格和討論區的特性比較圖 8 圖2-2 部落格類型分類圖 11 圖2-3 資訊採用模式 20 圖2-4 研究假說架構圖 40 圖3-1 研究觀念架構圖 41 圖4-1 最常使用的美妝部落格統計圖 60 圖4-2 研究模型之結構關係圖 64 圖4-3 研究模型之路徑分析圖 76

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